Tips for Successful Niche Selection

Everyone says freelancers should niche down, but few explain how. My business took off—and my rates doubled—once I niched. It makes sense: hiring a specialist is easier than hiring a generalist. If you need HR tech blogs, you’ll hire a "freelance content writer for HR tech brands" over a generic "content writer and copywriter." Personally, I started as a long-form writer for HR tech brands. I chose that niche because: ✅ There was plenty of work—I already had platform gigs in the space. ✅ The industry had budgets for content marketing. ✅ I had HR experience, which helped me land early clients. I see a lot of misconceptions out there about niching, so here's my 2c in case it's helpful. ⛔ Niching is boring. Getting paid well and having steady work isn’t boring. Trust me. Plus, there's a wide variety of projects even in a narrow niche. ⛔ I should pick a niche I’m passionate about. Want to lose that passion fast? Try writing 6,000 words a week about it. Also, "fun" niches are often oversaturated with other freelancers. Plus, it's hard to predict in advance what you'll enjoy writing about. Writing about sales software (for example) is far more fun than I might have expected. ⛔ Niching means turning down gigs. Niching is about positioning, not rejecting inbound work. Work is work! ⛔ Niching means missing out on projects. It can be hard to get those projects as a generalist anyway. ⛔ I’ll be stuck in that niche forever. Your niche evolves. I started in HR tech and now write about sales enablement and marketing analytics too (among other topics). But, if I were struggling for work, I'd go narrow again. ⛔ Choosing a niche is hard. Look for low-hanging fruit. Where is work coming easily? What industries fit your background? Got two solid portfolio pieces in a niche? That’s a start. Oftentimes, your niche will find you, if you pay attention. Plus, you can niche by industry, content type, or both. Both is often best. The place you want to end up is being "the person you go to for X". ⛔ You're supposed to niche right away. It's hard to niche right out the gate unless you're already experienced in a specific industry. I didn't niche until I'd been freelancing for a while, when I had a few projects under my belt, a better sense of what I was good at and what clients were looking for. Before that, I just took whatever I could get! What questions do you have about niching? Hit me up in the comments. Or share your tips :)

Before you bet everything on a niche or new service, test it. Here’s a 6-step beta offer process to make sure a niche is viable and profitable before you go all in: Step 1️⃣ List your top 3 services that you enjoy and have delivered results in.  These are things you suspect could be your specialty. Step 2️⃣ Rate each on ROI, ease, and scalability. For each service, ask:  Does it deliver big value for clients?  Is it relatively easy for us to deliver reliably?  Can we scale it up efficiently? This analysis often makes the best option pop out. Step 3️⃣ Create a small “beta” offer. Take the most promising option and design a limited-scope offer around it.  Make it time-bound or scope-bound (e.g. a 4-week intensive program, a one-time workshop, a starter package) to minimize risk.  Give it a compelling name that speaks to results. Step 4️⃣ Test with warm leads. Approach a handful of existing or past clients or prospects who fit the niche and offer your beta at a reduced rate (or added value).  Frame it as them getting early access to a new program in return for feedback. Step 5️⃣ Gather feedback and results. Work closely with these beta clients.  Were they eager to sign up? Did they get good results or value? What did they love or where did they hesitate?  Collect testimonials and note any objections or suggestions. Step 6️⃣ Iterate or commit. If the beta was a flop, learn why – tweak the offer or reconsider if this niche is right.  If it was a hit (and you’ve got happy feedback and perhaps even referrals), double down.  Refine the offer, set full pricing, and confidently make this niche service a core part of your agency’s positioning. By following these steps, you de-risk the niching-down process. You’re not guessing or acting on a hunch – you have real-market validation. When we did this at my agency,  We discovered exactly which service made us unique and highly profitable,  And only then did we rebrand around it. Validate first, niche second.

What if I lost everything? What if I had to start over in UX with no experience, no connections, no portfolio? If I were back to square one, here’s exactly what I’d do: 👉 1. Hunt Down Growing Markets Don’t waste time applying everywhere. Focus on industries where demand is high—Healthtech, Fintech, Proptech. These markets need specialized UX professionals and aren’t slowing down. 👉 2. Master ONE Niche Generalists get overlooked. Specialists stand out. I’d choose a niche, like Fintech onboarding flows, and: ⤷ Learn user behaviors ⤷ Study industry regulations ⤷ Understand specific pain points Specialization is the shortcut to standing out. 👉 3. Immerse Myself 110% I’d dive headfirst into the niche: ⤷ Take paid, unpaid, or freelance work ⤷ Attend webinars and industry events ⤷ Network with recruiters in that field The goal? Become unignorable in your niche. 👉 4. Reverse Engineer My Profile I’d study job postings and create a roadmap: ⤷ What skills do they want? ⤷ What experience do they need? Then I’d align my: ⤷ Portfolio ⤷ Resume ⤷ LinkedIn …to match their exact needs. The right story always wins. 👉 5. Build a Brand That SELLS My personal brand wouldn’t just say: “I’m a UX Designer.” It would say: “I’m THE UX Designer for [niche].” ⤷ LinkedIn headline? Crystal clear. ⤷ Portfolio? Focused and specific. ⤷ Messaging? Laser-targeted to the niche. Clarity wins. Make your specialization obvious. You don’t need more applications. You need to become the obvious, perfect fit for the right role. If I had to start over, I’d make the market chase ME. Are you positioning yourself like this yet? #UXDesign #UXCareers #DesignInspiration #UserExperience #ProductDesign #UXTips #DesignCareers #UXResearch #PortfolioTips #DesignStrategy

A common misconception about freelance is that it’s primarily a stopgap for professionals to leverage between full-time roles or a side hustle you spend time on outside of work. But now more than ever full-time self-employment is also a viable option as a long-term career path. Yes, this is the hill I plan to continue to yell from. :) In fact, 64% of the estimated 6.7 million freelancers working in the U.S. today are full-timers focused solely on self-employment and not employed elsewhere. Many decide to stick with full-time freelancing for the long haul given the unique benefits of this employment arrangement and its alignment to their professional preferences. That said, there’s no prescribed path to follow compared to how familiar we are with career options as employees. I've been self-employed for twelve years now and along the way I’ve discovered what it takes to maintain the momentum, grow my business, adapt to changing circumstances, and minimize the downsides like burnout, loneliness, and bad clients. Here are key lessons from my career on what it takes to freelance for the long run, as well as advice from other self-employed professionals who have built lasting practices on their terms. **Define your niche** To find the sweet spot between the unique expertise you offer and the in-demand industry skills companies are looking for, define your niche as a freelancer. Whether you’re focused on a highly specialized offering, serving a particular type of client or industry, or offering a complementary mix of services, choose a niche that reflects your strengths, is easy to quickly understand, and that’s providing sought-after support. For example, I partner with tech companies, media brands, and nonprofits to consult, teach, and train on developing social media and content marketing strategies that drive results. This breakdown of my niche succinctly highlights the types of clients I support and the specific services I offer to help them address a distinct marketing-related challenge. Customers are looking for contractors with specialized skill sets to assist them in completing important tasks, so they’re more likely to discover you with a niche focus to your offerings. Plus, concentrating on a few areas of expertise can help you further hone your craft and better articulate your specialty with confidence, helping you foster trust with potential clients. More on this from my article found on my website called: "How to Sustain a Long-Term Career as a Freelancer, Beyond a Side Hustle"

Want to break into climate? I’ve had over 200 career calls with climate job seekers within the past year. Here are the 4 most commonly asked questions and my best answers: ⭐ How can I get a head start in college?  • Focus your coursework and internships on an expertise/industry pair, like marketing and sustainable fashion, business and regenerative agriculture, or data science and energy. • If you can’t decide on a niche, build versatile skills like finance, engineering, design, and sales. These skills are needed across climate-focused organizations. • Most recommended internship board: EDICT Internship Program by Elemental Excelerator 💫 How can I switch to climate from another industry? • Opportunities can be found in solution-focused organizations (e.g., Pachama, Kevala), sustainability/CSR teams (e.g., Carhartt, Adobe), and governmental offices (e.g., NYC Department of Environmental Protection (NYC DEP), US Environmental Protection Agency (EPA)). • Many people try to overhaul their entire career. Instead, try changing only one variable at a time: seek a similar role in a new industry or a new role in a familiar industry (eg; marketing in fashion → marketing at a SaaS company like Recurate). • Mentorship, freelancing, and certificates can bridge the gap in industry experience. • Most recommended mentorship opportunities: Third Derivative and GrowthMentor ✨ How do I choose a niche?  • Standing out in climate requires being a near-perfect fit. Find the intersection of what you're good at, what you love, what you can be paid for, and what's needed across climate efforts. • Hop on career calls with folks across domains and industries to learn more about the day-to-day of their roles. • Most recommended starting points for market research: Climatebase, Work on Climate, CareerOneStop, and Environmental and Energy Study Institute (EESI) 🌎 Do I need to join a program like Terra.do, Work on Climate, or OnePointFive (opf.degree)?  • These programs are helpful but not necessary. Free resources like coaching calls, videos, and podcasts can be valuable too. • Remember that “climate” isn’t really a standalone job! Consider how you can provide value to a climate-focused team and focus on building credibility in your desired solution sector (energy, agriculture, etc.). • Most recommended programs: Ellen MacArthur Foundation, Reforge, and Stanford University's certificates. -- Interested in a free careers session? • Check out the Work on Climate Expert Office Hours list and the #OpenDoorClimate list, launched by Daniel Hill. Interested in breaking into climate as a marketer? • Here's a comprehensive guide I put together: https://lnkd.in/gUqyFh_b I did my best to keep this post short. If anybody has more they’d like to add for climate job seekers, please add it to the comments. Thank you! Illustration by @tatooine_girl

If your career doesn’t fit in a tidy box, this is for you. Here’s how I help people figure out their specialty -- the work they’re great at and love doing -- even if their resume looks all over the map: 1) Reflect on Peak Moments When did you feel most energized, most effective, most “you” at work? Write down 3–5 of those. 2) Look for Overlaps Even if the jobs were different, the feeling in those peak moments often points to a repeatable skill. Look for patterns -- what you were doing, who you were doing it with, and what success felt like. 3) Refine Your Kind of Problems Figure out the types of problems you crush, the ones you’re fine at but not lit up by, and the ones you should never say yes to. The overlap between your skills and your energy? That’s your specialty. Name it. Own it. Share it. Because if you don’t explain it clearly, someone else will define it for you -- and they’ll probably get it wrong.

For the last 3 months, I have chatted with a different leader who is running a HubSpot solutions partner every week. I've asked them the same questions. What do you wish you did earlier? And they all say the same things: "I wish I niched faster." It's odd how it works. Constraints on a business actually "unlocks" rather than restrict. Here is why it works: 1. Expertise Development: Specializing allows a company to develop deep knowledge and skills in a specific area, enhancing the quality and effectiveness of its services. This is a double dose of goodness - because it helps train and attract new talent as well. 2. Targeted Marketing: A niche focus enables more precise marketing efforts, making it easier to connect with and attract the ideal customer base. Don't sleep on this. When you aren't everything to everybody, you get to be someone to somebody. Solve a clear pain and do it well. 3. Reduced Competition: By serving a specific segment, companies face less competition and can dominate smaller markets more effectively. Said another way, be known for 1 thing. Be the best at that 1 thing. 4. Increased Customer Loyalty: Specializing helps in understanding and meeting the unique needs of a particular group, fostering stronger customer relationships and loyalty. You can start building "systems" or "IP" around pain points in your niche. 5. Operational Efficiency: Focusing on a niche streamlines operations and resource allocation, enhancing efficiency and potentially increasing profitability. In other words, you can give more value faster. Now niching isn't just "industry" specific. You can solve function specific or combine the two. Example: 1) Best service company at HubSpot to Salesforce Sync 2) Best service company at HubSpot to Netsuite sync for industrial 3) Best service company for running outbound plays for Saas In Hubspot. 4) Best service company for HubSpot + [enter industry or function] Go all in. You won't regret it. Stay awesome -Matt

I find myself in conference rooms drawing a lot of circles. 🖊️ When I work with law firm leaders and professionals, I use several exercises to help them identify their niche. The Venn diagram exercise is just one—and it’s a simple but powerful way to visualize where you can thrive.  I’ve used it for both individual professionals, practice groups and law firms.  It's one of these- you can try it at home. In broad brushstrokes, here’s how it might work for an individual.  Think of a lawyer who starts off by saying, “I can do a million things to help potential clients.” 🔵 Circle 1: What do you love and what are you great at? Think introspectively. When have you felt in the flow? What days at work made you excited to jump in? What skills or topics make you feel energized and confident? Which clients did you like the most and feel most likely to help? What types of projects and industries do you find exciting? 🔵 Circle 2: What does the market need? Look outward - to your firm and to the business community and outside world. What are the pressing challenges or emerging trends in your field? Are there changes in regulations, industry disruptions, or evolving client needs? What areas are underserved or ready for innovation? And if you are at a firm, what are your practice's or firm’s goals? ✨ The Sweet Spot: The Overlap That’s hopefully where your niche is located. The place where you can bring your strengths to a real market need. It’s where your unique value shines—and where you’ll find growth and fulfillment. Whether you’re a lawyer, consultant, marketer, or any professional leading a firm, carving out your niche is like finding a personal compass. It’s your way to stay ahead , achieve success and love what you do. I’d love to hear what strategies others have used to identify their niches. #Niche #ProfessionalGrowth #CareerDevelopment #Businessdevelopment

Struggling to Find Your Niche? It’s Probably Right in Front of You. A lot of people overthink their niche when it comes to posting on LinkedIn. They spend months trying to figure out what makes them different when the answer is usually right in their face. For me, it was a no-brainer—I work in social listening. There aren’t many of us out here breaking down trends, insights, and cultural shifts. That’s the gap I saw, so I leaned into it. But for you? Your niche might be hiding in plain sight. Think about: → What you do every day that others find valuable → What people always ask you for advice on → Where you have a unique perspective that’s underrepresented Your niche could be: → A millennial mom navigating career and kids → A dad gamer balancing family life and late-night streams → An influencer manager in hospitality who understands both brand and creator worlds The best content on LinkedIn isn’t about being an expert—it’s about sharing what you know in a way people can relate to. Key takeaway? Stop searching for a niche and start recognizing what you already bring to the table. —I guarantee it’s more obvious than you think.

I placed 22 mentees in jobs in 2024. The candidates who landed the most referrals and interviews weren’t just “qualified.” They were strategically positioned. But what is positioning? It’s choosing a specific niche within your field where you want to stand out. If you try to appeal to everyone, you’ll appeal to no one. But when you position yourself clearly, the right people notice and opportunities follow. If you want to position yourself for more referrals & interviews: 👉 Clarify your niche – What specific role, industry, or skillset makes you stand out? 👉 Optimize your profile – Make sure your LinkedIn, resume, and messaging align with your niche. 👉 Communicate your value – Show, don’t just tell. Create content, share insights, and engage in discussions relevant to your field. If you feel stuck in your job search, it’s not just about applying more. It’s about standing out.